No marketing plan would be complete without a SWOT. We have all seen good ones, bad ones and politically ugly ones. But for real differentiation, simply finish this sentence, “Only we…” or for your plan: “Only product X can…”

For a second, third and fourth to market product this may seem difficult, particularly to make a significant difference, but what about: “Only we can concentrate on 10 geographic areas” or: “Only we will offer a flexible pricing scheme”. There is always something that you can write but to do it you must give up something and that is the real secret of positioning!

For more on “Only we” read the excellent Social Media Explained by Mark W. Schaefer.